La Chapelle: 'Lolita version of' ZARAfounded more than ten years, La Chapelle focused on Shao Shunv equipment, continued to sell each year, but until 2007, the company is not profitable. In 2008 it began to make money, a billion profit in 2010. Xing founder Garching want Shao Shunv installed ZARA text / reporter Zhao Nannan, 38, from Fujian Xing Xing is La Chapelle plus clothing company's founder. In 1998 he founded La Chapelle, has focused on girls ladies (hereinafter referred to as Shao Shunv equipment) market. Venture more than 10 years, La Chapelle shop pace never stopped, but the company is not profitable. In 2009, the company reported revenue of 500 million yuan, with 5% of net profit; in 2010, its sales revenue is expected to reach 10 billion yuan, net profit was 10%. Back in 1992, when the 21-year-old Xing Garching. His home in a small village in North Fujian. There scenic, clear spring water, sparsely populated, each household has their own a large mountain. After graduating from middle school, Xing Garching has been home to do farm work. His mother did not agree to go out, but he grabbed a chance. One day, his mother to let him come back to town to buy some trees planted, buy seedlings on Xing hides hundreds of dollars, went to the city do not know what to do. He saw a costume platen training in the newspaper name, ready to learn techniques. He told his mother to pay tuition fees, not wasted. Mother had no option but to continue to take money to get him down. Complete a training course, Xing find a Taiwanese garment factory in Fuzhou, a worker. After a few months he do not think that he is doing the most basic work, school less than core technology. He went to the Beijing Institute of Clothing fashion design school for half a year, then back to the original company to do sales. Taiwan boss sent him to open branches in Wuhan, was difficult in the field to open branches, complex procedures. Just have a friend in Shanghai clothes agents, do very Nike Air Max 2012 well. He again returned to Shanghai, ready to start the agent. Own brand, continued to shop Xing Garching quickly find a good market, the clothing store to open up. 'Fuzhou clothing circle is small, only two or three stores. Comparison I work hard every day to the mall to visit shops. Then do Sufi Women, Fuzhou, one of the best brand. After I'll start to get Sophie Shanghai to sell, do it well. Later, some other Taiwanese brands have to find me the agent. Most of the time I acted for three to four brands, like silk clothing legend, Carmel, and later these brands in China are gone. 'Xing said Garching. Products to 1998 but it is difficult to continue to expand the. 'These brands are coming from Taiwan in the mainland to open factories in mainland China to sell, in fact, Taiwan has no foundation is not good. Later, I opened up the shop, but no goods to sell. Since Fuzhou is warm, the autumn too very slow to November only, but Shanghai in August and September to get on the autumn, so there is a shopping mall with merchandise. We feel that if he created a brand, it might be easier to control. 'Xing Garching think they find an opportunity. So Air Jordan 5 he go first factory to do OEM, and then find the mall. OEM only need to pay a deposit, the mall is the sales commission deduction. Apparel industry threshold is Jordan Flight 45 low, just a few million can start a brand. Xing Xing borrow money plus registered the company and brand, but also played a very Western style of name is La Chapelle (La Chapelle). Early only two designers, several salesmen. Because of his previous work are exposed to Shao Shunv equipment, Xing to La Chapelle is also positioned here. The last century 90's clothing market is still very preliminary, people clothing is still 'get together' stage, Wang today wearing a big red breasted Xiaogua, Mike will wear a same tomorrow, and soon people all around With. 'At that time a garment production year dozens, hundreds of clothes can be alive and well, every piece of clothing can produce over 10,000 items.' Xing Garching memories. Entrepreneurship is also good in the first year, La Chapelle With sales of two million. Because the base of a small company, so the growth rate is relatively fast. After a few years, La Chapelle sales doubling every year. The company put all the money earned is used to store expansion. Apparel industry rely on the account of the upstream and downstream, each order just pay a little deposit, clothes sold in the mall, and vendor invoice, the first cycle is generally three to five months, after the two sides will extend the account based on cooperation period. The mall does not charge rent, but extract a portion of sales, generally about 20% return. The cost of opening new stores is renovated each store 80,000 to 100,000 yuan, 100 stores is 10 million yuan. La Chapelle clothes selling well, as a new brand, on the same floor can be routed to the top ten shopping malls. Well the shop to have a hundred thousand dollars a month in revenue, and then the general performance of the brand is a few million. 'Before, we managed not been so rigorous, multi-shop to do more goods, has rolled down so basically did not reflect the profit financially so that continued until 2007, we are more than 100% debt ratio. Times were tight our founding team salary is not high, I would like Air Jordan RCVR people to work, it will have deserved rewards, so there is the founding team of the shares at the start of business. I own a house far only, no other investments. I often The company joked that buy second homes is immoral. 'Xing Garching said. 2007 is the company's capital chain stretched the tight time, there have been two months unable to pay wages. Xing that the development of the company is not stop, the domestic consumer market is more than 20% annual growth, if not open a new store, it means retrogression. So La Chapelle store never stopped expanding, to 2007, nearly 300 directly managed stores. Xing Garching while doing management improvement, while financing. The end of 2007, La Chapelle introduced two venture capital, debt ratio below 50% slowly. Fast fashion: quick in the end, 70% basic models 1999, Xing Garching began to run abroad, went to Paris, Milan, Korea and Japan. He kept a large study of international fashion companies: Inditex, H \u0026 amp; M, GAP, Bestseller, attachment, Iger and Japan Fast Retailing (UNIQLO), etc., would like to know how others do the clothing business. In China, Shao Shunv clothing market initially Taiwanese are doing, then Hong Kong people over, and then there is Japan Itokin. But the real Shao Shunv equipment market to do the mature European and American brands, including ONLY, Iger ...... these brands to enter China for many years, but only after large-scale replication of 2005, most of them are now shopping malls line camp. It is also in the year 2005, the international fashion giant ZARA proposed the concept of fast fashion. The so-called 'fast fashion', that the goods time is fast, cheap and keeping up with fashion trends. 'Fast fashion' clothing enterprises generally by imitating the latest international big (or through other channels to collect information on fashion) for the design, production and direct sales of its fastest time of up to 12 days, the price is less than 1/10 of a similar style international big, Meanwhile style more (about 3 to 4 times the normal garment enterprises), but reducing the number of production of a single paragraph. For a time ZARA fast fashion model to become local garment company sought and imitated. 'Before we went to Paris designers, very excited people rushed 2015 Latest Nike Shoes to the store, I said slow down, you see people at the door before the store is something, which category do, and what version, several colors. every year to see, we found there are more than 7 percent fixed things, such as ZARA this season, probably black and white, which also has pop elements, but only a small part. '' So the garment industry ten days cycle is not normal , is just one small part, such as 10% to 20% is possible, most still normal production usually 70% of the basic models, 30 percent is based on the popular go. You go ZARA little suits, many of which are basic models, almost every year. 'Xing Xing said adding,' fast fashion, in fact, is fast sales terminals, new every week on the goods, the feeling to the consumer is changing fast, new products constantly, rather than simply short supply chain cycle. '' In fact, the real garment enterprises are well data analysis, market research well. We'll do it as a math problem, the ratio is the number of black, white ratio of how much and typography, color, fabric, these programs must down the elements of annual change very little, very little color in. Most are a brand positioning. 'ZARA compared to the advertised minimum 12-day cycle, the majority of garment enterprises are 6 to 12-month cycle. In this mode of operation, for predicting the market would become a critical issue, the industry is not called 'aim was accurate. ' This capability is the core strength, high volume and low inventories guarantee. La Chapelle in May next year before the clothing, now all under orders. From design to clothing listed at least six months, but in the end the shop is in heaven once every 15 new goods, every time 30 to 40 models, each brand currently has more than 1,000 styles per year. How to 'aim was accurate?' The database is an important force. When changing autumn, summer; summer season, when the T-shirts to sell, when to dress, dresses sell; monthly weather effects, such as Shanghai are usually above 0 degrees, and suddenly a few degrees below zero, it will cause a lot of down jacket sales. Buyer model is another important way to seize the market. Xing Xing said, adding: 'In fact, the world's buyers are really good design team is doing, this powerful combination, so we will gradually converted from the design team to team of buyers, so buyers to gather around a good style.' In 2009, after a person in the industry, is looking for consumer companies and Wang Yong Xing Xing, vice president of Lenovo investment plus investment know, the two sides talked twice, twice Legend Capital has invested more than ten million US dollars. Multi-brand: 1 + 1 how more than 2 early in 2003, La Chapelle in the Grand Gateway Plaza, a more than 200 square meters of shops, wanted to test to see Shopping Mall (shopping center) inside the big stores how to do to make money . This store losses from 2003 to the first half of 2009 a total of thousands of yuan. However, Xing Garching and did not stop, but also proposed to expand the store in Beijing's Zhongguancun area, and Xizhimen Mall in Beijing to open a large store of 1,000 square meters. 'Why lose money have to do?' Asked Wang Yong Xing Garching. There are a variety of clothing channels: store counter, usually sold clothes and shopping malls into a settlement; street store, you need to register separately managed, self-employed; Shopping Mall Inside is a large shop (general area of 500 square meters to 1,000 square feet m), the monthly rent payment. 'On this model, Lenovo Li and Wang (referring to vice president and general manager Richard Li, Legend Capital and Legend Capital investment director Wang Yong) said that the report to see the store counter are profitable, large store is not profitable. They are questioning the big shop mode I talk to them for a whole afternoon, they finally accepted, and then the full support of 'Xing Garching is for investors to say:.' We have understanding of Jordan Spizike the industry, know what the future direction of the department stores are downtown, this resource is very scarce, but generally Shopping Mall in the city emerging area, has just started in China is far from developed future department to improve efficiency, it is necessary to increase the unit price, which must improve the customer's age, high price Products are older point of human consumption. Then it will become a very noble department store where fashion is not just like the Japanese department stores, mostly mature age groups in the consumer. Therefore, the future direction is Shopping Mall, which in the future will be a lot of promotion in China comfortable, spacious, long lease, rent-stabilized 'More importantly, the company found a large store profitability key points:.'. The main reason is the loss of several of our brand's style differentiate enough. Before we put together several brands on sale, but not much different style, then we distinguish the style was very open .La Chapelle is elegant, classic style, for 25 to 35 year-old woman for .La Chapelle Sport girls aged 20 to 30, more casual style .Candies 16 to 24 years, for the students, migraine Air Jordan 17 sweet style so like different types of clothes can teach. So 1 + 1 will be greater than 2. 'Initially , La Chapelle Xizhimen Mall in Beijing made two shops outside position, which was later adjusted to a big shop, rent and two shops almost two shops do before 300,000 / month, and now a big stores do hundreds of million / month performance. La Chapelle now do a lot of big stores, roughly 500 to over 1000 square meters. In line with the company's strategy to open large stores, La Chapelle enhanced design strength, increased nearly 50% of each brand models in 2011 will reach three women's brands over 3000 models. Plus Xing Xing idea is, La Chapelle and La Chapelle Sport two brands the main shopping malls. Candies and men's brand is launching the main shopping center, some of these brands are more younger, the price is relatively cheap. 'There are many brands abroad mall, but the company behind the operation of these brands are not many. Chinese Shao Shunv equipment now is the gradual process of concentration of the dispersion to.' Yong said. The Xing Garching believes La Chapelle still 'chain of multi-brand exploratory stage', the annual increase remained a brand. 'With our way out the way they operate to replicate the brand, which will be our future direction, our first brand is La Chapelle, the second is La Chapelle Sport. Now the company's sales reached 10 billion yuan, two brands each five percent, indicating that copies the first brand has been successful. 'Xing Xing added to the future with confidence.